A Better Approach To Positioning Development


First The Trousers uses Positioning-Roulette, a one-of-a-kind methodology designed to guide and stimulate your thinking when creating brand positioning platforms and brand stories.

Foundational Insight

For your brand to be successful in the marketplace it needs to tap into one of the 26 universal and proven triggers of successful brand building or combination thereof. We came to this conclusion by identifying strategic patterns that exist across 1200 award-winning case studies of successful brand building across categories and geographies. These 26 triggers are timeless. They are so powerful and effective because they are deeply rooted in the way people think, feel, learn, choose and behave. No other positioning development methodology starts with this level of depth and substance.

26 areas

One-Of-A-Kind Approach

A systematic exploration and evaluation of these 26 triggers when crafting a brand story and positioning platform, usually in the context of a 2 days workshop with a cross-functional client team, enables us to identify, discuss and evaluate every single positioning option available to your brand. No option is left un-explored. And since we are using creative problem solving techniques to explore these triggers, the solutions we uncover with our client teams are always innovative and differentiated, while staying true to your brand. After all innovation and being a relevant “First” is the key to brand success as no brand has ever been successful by following its competitors.


Competitive Advantage

Most positioning development methodologies are slow and can take months to go through while only exploring a small number of potential opportunities and solutions to position your brand for growth. The process is inefficient, and in today’s fast-moving environment, we no longer believe it’s suitable. Positioning- Roulette provides a more rigorous and holistic exploration of your brand’s position and leads to more relevant solutions within weeks, rather than months.

This is best illustrated by the email we received recently from a senior consultant at a renowned international brand consulting & research firm that we really admire that read “I recently used these with my colleagues and we were astonished how well they worked and how quickly we were able to hone in on a territory for the brand we were working on. A team that had already worked on a positioning for weeks got some folks in the office together, told us nothing about where they’d arrived and we broke into teams and used the Positioning-Roulette methodology and in 20 minutes built pretty much what the team that had been working on it for weeks had come up with. Very cool tool to scrape the corners of your brain. We’re planning on using them whenever we’ve got a positioning assignment!”.



But don’t take our word for it. Instead see what our clients say about Positioning-Roulette (we pride ourselves of a 100% referral rate):

The Positioning-Roulette methodology was a good reminder that often “tried and true” is the best method when approached creatively. This all-encompassing approach had us explore every positioning option without bias, and with Ulli’s guidance allowed us to distill the ideas into a truly unique place in this increasingly cluttered category.” Managing Director, spirits company.

Ulli and the First the Trousers team helped us with a fresh approach to create a compelling story for a new (global) product through a Positioning-Roulette workshop. Positioning-Roulette proved to be a very effective method to explore all potential options to build a clear and distinctive brand and product message to conquer customer loyalty and new customers. Ulli’s experience and enthusiasm to prepare the workshop and then moderate the discussions was the icing on the cake. Very recommendable! Global Product Marketing Manager, Multinational company, Healthcare industry

Ulli (and the FTT team) has a clear passion and knack for positioning work.  He also is very skilled at building relationships and leading/moderating discussions.  The Positioning-Roulette methodology led to a deep team discussion and new insights around how to optimize our brand positioning and also gave the team confidence that we had explored all potential options.  I would highly recommend Ulli and look forward to working with him again. Marketing & Innovation Director of a leading CPG company

Ulli and his team are thoughtful, thorough and caring. They do a wonderful job of listening, understanding and gathering info to help capture the essence of the brand (or it’s aspiration) and then checks it against the real world. FTT has helped us find a clarity that we’d been searching for. C.E.O. of a fast growing company in the Healthcare industry


The Positioning-Roulette methodology can be used to:

  1. Position new products and brands
  2. Re-position existing products and brands
  3. Craft and fine-tune compelling brand stories
  4. Add more texture and depth to existing brand stories
  5. Develop new product concepts
  6. Explore new applications for existing products
  7. Re-frame the way you look at your market and identify new growth opportunities
  8. Train your marketing teams through corporate training seminars.

Who Already Uses Positioning-Roulette?

A growing number of companies are already using our methodology (in one form or another). They include among others Siemens, Land O Lakes and Bacardi, Facebook, Google, Kimberly Clark, Hewlett Packard, Reynolds Consumer Products, Vice, etc.


Want to hear more about Positioning Roulette and how this methodology can help your organization grow its business through better brand positioning platforms and brand stories? Then do not hesitate to contact us.




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